We successfully maintained footfall levels during the £9m, 12 month redevelopment of Lincoln’s Waterside Shopping Centre by devising and implementing an integrated communications campaign, which was shortlisted for a prestigious Purple Apple award.

Waterside Vision featured PR activity, publicity stunts, events, email marketing, direct mail and video creation for YouTube, all of which kept shoppers informed throughout the construction period.

We pulled people into the centre by using one of the builders’ hoardings as a giant canvass and displaying the largest ever photo of Lincoln Cathedral on it. And who would of thought we’d find a store loyalty card dating back to Roman times in the foundations? Thankfully, we were able to display it in the centre on 1st April much to the media’s delight.

PR and social media activity and a regular newsletter, distributed to 30,000 homes across Lincoln, kept people informed of developments, supported retailers and encouraged people to continue shopping in the centre.